PHD Develops Omnichannel Strategy To Launch Audi Australia’s Sales Ecommerce Platform

PHD Develops Omnichannel Strategy To Launch Audi Australia’s Sales Ecommerce Platform
SHARE
THIS



The COVID-19 pandemic and subsequent lockdown restricted the ability of consumers to interact and purchase their desired cars in dealerships.

To overcome this issue, Audi introduced an online reservation tool. In partnership with PHD, the tool was launched through an omnichannel strategy allowing consumers to have ease of access to their new car purchase.

“This new online sales platform allowed PHD to demonstrate to Audi the effectiveness of thinking beyond a standard media strategy. Our creative thinking combined with our strong digital capabilities enabled us to quickly pivot from offline to online, resulting in a successful multifaceted approach,” said Mani Marimuthu, Digital Director at PHD.

Audi and PHD, along with Omnicom’s specialist agencies Resolution, Annalect, OMGP and Adylic, together created an integrated digital communications solution to not only educate consumers, but also to raise awareness and discoverability of the new platform.

This involved a multi-layered approach including the development of a specific learning agenda for Dynamic Creative Optimization (DCO), which identified the most relevant channels and audiences to create bespoke messaging against; an integrated SEM & SEO to drive better search visibility and attract users to the Audi website; a multitude of complex tests and learning programs including Conversion Rate Optimization (CRO), to improve the visibility of the online sales platform hosted on the website and facilitate the user journey improving the conversion rate on-site.

“Despite COVID-19, many of our customers were ready to buy an Audi, but they were not prepared to venture into a dealership due to the lockdown,” said Nikki Warburton, Chief Customer and Marketing Officer at Audi Australia.

“So, we had to react and fast-track our online capabilities to ensure we could still transact with our customers. The next step was to let our customers know what we’d created for them, and this is where our dynamic media strategy came into effect. We had to talk to customers where they wanted to find us … which was inside their own homes,” said Warburton.

The online sales platform provides Audi customers with a convenient and seamless process to secure their new car by placing an online deposit (reservation fee) from the comfort of their own home.

Credits:

  • Media agency: PHD
  • Advertiser: Audi
  • Other: Resolution Media, Adylic
  • Digital and CX Agency: 303MullenLowe

 

Please login with linkedin to comment

Audi PHD

Latest News

Optus Offers Victorians Free Access To Optus Sport
  • Media

Optus Offers Victorians Free Access To Optus Sport

Locked down Victorians who don’t currently have an Optus Sport subscription will have complimentary access to Optus Sport from this weekend to enjoy the UEFA Champions League tournament plus access to premium health and fitness content through the Optus Sport app. UEFA Champions League – the world’s premier continental football tournament – kicks off at […]

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash
  • Campaigns

Torrens University Australia Launches ‘Career Crush’ Via VCCP Sydney & Lash

Torrens University Australia has launched ‘Career Crush’ via VCCP Sydney and Lash, to help match students with a career they’ll love. Career Crush is an online quiz that determines prospective students’ personal strengths, passions and aspirations to match them with the careers and courses they’re most compatible with. One of the toughest decisions young people […]

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering
  • Media

Pedestrian Partners With With NZ’s Mi9 To Expand Commercial Offering

Pedestrian Group has partnered with Nine subsidiary Mi9 New Zealand to offer NZ brands the opportunity to partner with the likes of Business Insider Australia, Pedestrian.tv and Gizmodo Australia. Next month, Mi9 New Zealand will be representing Pedestrian Group in the NZ market, offering clients the opportunity to work with leading youth publications including Lifehacker […]

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access
  • Media

VCNI To Launch SVOD Service Featuring ViacomCBS Content, Replaces 10 All Access

ViacomCBS Networks International (VCNI), a division of ViacomCBS, is launching a premium streaming service internationally, appealing to audiences of all ages. The new SVOD service will start its international roll-out early in 2021, offering exclusive premieres of all new SHOWTIME series, including Halo and American Rust. CBS All Access originals will also premiere exclusively on the new service, such […]

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe
  • Media

Optus ‘Yes’ Brand Mark Taken Into New Territory By FutureDeluxe

As part of a larger project to refine their brand with partner branding agency Re, Optus have engaged experimental creative studio FutureDeluxe to explore how the iconic ‘Yes’ brand mark behaves in a sophisticated 3D environment. FutureDeluxe have produced a series of 8x idents and a number of static key visuals which will be used […]

Emotive Partners With YouTube And The United Nations
  • Media

Emotive Partners With YouTube And The United Nations

Creative agency, Emotive, and Good Oil Films, is partnering with YouTube and the United Nations to raise awareness around the importance of quality education, which forms part of the UN’s Global Goals for sustainable development.